Betterlife, from Celesio UK, expands bricks and mortar presence by opening third store

Marking another milestone in the award winning independent living store’s expansion, Betterlife, part of the LloydsPharmacy group, opened a new store this week.

The new Betterlife store in Castle Vale, Birmingham opened its doors on Monday 5th October at a launch event officially opened by This Morning presenter Alison Hammond.

Betterlife, an independent living and mobility aid offering from parent company Celesio UK, enables people to better manage everyday tasks, from bathing, dressing, reading and writing, to cooking and gardening.

The new store builds on the success of the first Betterlife store in Leeds, which opened in August 2014, and the second Betterlife store in Wells Green, Birmingham; the Castle Vale store offers the same innovative design, which saw Betterlife win Store Design of the Year at the Retail Week Awards earlier this year.

Customers can try products in a realistic living environment within kitchen, bedroom, living, and bathroom room sets – and even test drive a mobility scooter on a purpose built multi surface track. On top of this, the new store will also include a new ramp display, allowing customers to try a mock front door and step, an extended walking stick display, stair lift, to ensure all customers can access areas of the store with ease, as well as testing out the Betterlife Stair Lift products for themselves, and a home care bedroom set for higher end care.

Grant Abrahams, Head of Betterlife from LloydsPharmacy, said: “The layout of the store is built around the needs of our customers, so after the success of our other stores we are thrilled to introduce this store with new features and products, helping to get our range closer to those who need it most. Our focus is on making the shopping experience straightforward, enjoyable and informative as we understand that for many people, admitting that they need help with their mobility can be overwhelming. As with all of our stores, we’ve ensured that our products can be tested with the help of our experts in a range of realistic living environments for the ultimate ‘try before you buy’ experience.”

Nigel Swift, Sales and Marketing Director for LloydsPharmacy’s parent company Celesio UK, added: “It is evident that through the success and feedback from customers on our existing bricks and mortar Betterlife stores, our independent living concept is meeting our customers’ needs.

“We understand that many of our customers travel long distances to visit the Betterlife stores, so while offering this unique in-store experience, we are also committed to making Betterlife a successful omichannel retailer, through online shopping, click and collect and the option to order in store and have items delivered directly to the customers’ homes.”

A selection of Betterlife products are available to purchase from LloydsPharmacy branches across the UK with the wider range available through catalogues in LloydsPharmacy stores and online. A Betterlife product range is also available within selected Day Lewis Pharmacy stores, and independent pharmacies, through Celesio Group’s wholesale arm, AAH Pharmaceuticals.

The Betterlife store is located in the out of town shopping area of Castle Vale in Birmingham, which is within close proximity to Sutton Coldfield and easily accessible from the M6.